Research On The Development Of Honeymoon Tourism Products Of Qiandao Lake Tourism Group

As millennial and generation Z consumer become the main group getting married,the demand for honeymoon tourism is increasingly booming.The global COVID-19 pandemic has ushered in a good development opportunity for domestic honeymoon destinations.Qiandao Lake has resources and location advantages for developing honeymoon tourism.Through the research on honeymoon tourist products in Chun An,this paper hopes to not only raise theoretical guidance in the honeymoon product development of Qiandao Lake Tourism Group,enhance brand competitiveness,further enrich the tourism product system of Chunan county,but also provide reference samples for other domestic cities.Firstly,this study uses the literature,in-depth interview,questionnaire,and on-thespot investigation to study the development of honeymoon tourism products of Qiandao Lake Tourism Group.There are four major problems in the honeymoon products of Qiandao Lake Tourism Group: lack of romantic elements,lack of systematic and diversified product development strategy,inadequate investment,lack of honeymoon products for target market.Secondly,based on the RMP analysis theory,this study analyzes resources,market and product for honeymoon tourism to Chunan.Through resource analysis,it can be seen that entertainment activities with strong interactive experience are more in line with the needs of young honeymoon consumers,and food,inns and restaurants with local characteristics are more popular.According to the market analysis,the tourists of Qiandao Lake are young consumers mainly from Zhejiang province,followed by the neighboring provinces and cities such as Shanghai,Jiangsu,Anhui and Jiangxi.The consumption upgrading is increasingly obvious,and the demand for honeymoon tourism of newlyweds in the above major tourist markets is strong.Then,through qualitative in-depth interview and questionnaire survey,the motivation,time,duration,destination choice,tourism form and tourism content of honeymoon tourism consumers are analyzed in depth.Through product analysis,we can see that the main advantage of Qiandao Lake area to develop honeymoon tourism is the superior natural environment,which can meet the needs of honeymoon tourists for psychological escape and psychological compatibility.In the future,the focus should be on improving the sense of aspiration and uniqueness,so as to provide tourists with more intimate services and romantic experience.Finally,based on the RMP analysis,this paper proposes the main concept of "market-oriented,interactive experience and romantic vacation" for the honeymoon product development at the present stage.The word "romantic vacation" is taken as the main clue,and the product layout is carried out based on the guiding ideology of "one core area + multiple thematic and characteristic areas".The development level is divided into three: core product,important product and supporting product.Product strategy focus on the lake as the core product,including islands,lake,lake scenic three plates within tourism complex,make full use of the regional tourism resources,focus on the development characteristics of single or multiple thematic honeymoon tourism products.At the same time,romantic honeymoon theme highlights on the support product elements such as in the food,accommodation,transportation,traveling,shopping,entertainment.Use brand marketing,network marketing,media marketing,and event marketing as the main marketing strategies in the future.